A How-To Guide on Custom Contextual Targeting for Cross-Channel Display Advertising

Demand-side platforms (DSP) can quickly run contextual targeting campaigns at a categorical level. However, often enough, contextual targeting is only limited to a description tag – with limited visibility on the exact list included in the category – for example: Finance, Banking, and Personal Banking.

Once a few niche groups are selected, marketers can start a campaign to identify the location of the impressions. However, what if there was an alternative – a more controlled way of running this process?

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About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Services and Products

Unica Marketing Solutions Implementation

Companion: Performance Monitoring for Unica Campaign

Julie Bordeleau

Corporate Controller

As Corporate Controller, Julie oversees Munvo’s HR, financial, and accounting functions – from payroll, bank reconciliation, and government remittances, to budget analysis, asset management, and ad-hoc reporting.

With a Bachelor of Commerce in Accounting from Concordia University, she first established her career in accounting firms, and spent 6 years at Fuller Landau where she was the Manager and Director of their small business division. She then moved on to a family-owned real estate company as Controller for 7 years before bringing her expertise to the Munvo team.

Alex Uher

Europe - Business Development

A member of Munvo from the early days, Alex rejoined in 2019 with a mandate to launch and develop Munvo’s presence in the European market. He now works on expanding current client and industry relationships, in the pursuit of new growth opportunities.

Nearly 20 years ago, Alex began his data-driven marketing career with Unica Campaign at the Bradford Exchange. Since then, he has held roles as the marketing owner of Unica for Caesar’s Casinos in Las Vegas and Coach in New York. Alex has held a number of strategic roles such as Director of CRM and Analytics at L’Oréal Paris USA in New York, and most recently, as Lead of Marketing Strategy for Wunderman in Prague, Czech Republic.

Alex holds double majors in Business Economics and International Business from the Kelley School of Business, Indiana University – Bloomington.

Artour Kitbalian

Named Account Manager

Artour joined Munvo in 2013 as a Consultant delivering services for both the Adobe and IBM (now Unica) Campaign practices to clients across Canada and the US. He quickly earned himself a reputation for providing high-level services while maintaining a relaxed and friendly environment.

Leveraging his consulting experience as a Business Solutions Consultant, Solutions Architect, and Named Account Manager, Artour has been developing Munvo’s client profiles by working closely with them to bring tailored solutions to their needs. The dedication that he demonstrates in each engagement ensures that our clients’ aims remain a top priority.

Before joining Munvo, Artour worked as a Data Migration Consultant. He also holds a Bachelor’s degree in Mechanical Engineering with a minor in Management from McGill University.

Andrew Didinchuk

Vice President of Adobe Practice

With 25+ Adobe Campaign implementations serviced, Andrew has become a highly experienced leader in the field. His expertise lies in integrating Adobe solutions with external applications. Over his 5 years at Munvo, Andrew has played a crucial role in building our Adobe business and training the Adobe team from the beginning. In fact, he has been involved in more than 50 on-premise and cloud-hosted Adobe Campaign projects to date.

Prior to joining Munvo, Andrew completed two Bachelor’s degrees in Computer Science and Business Administration at Wilfred Laurier University.

Dave Ariely

Marketing Transformation Services Practice Lead

Since joining Munvo in 2013, Dave has continuously focused on helping organizations enable their strategic vision through the evaluation and onboarding of key value-based technologies and processes. With direct experience in implementing over 25 EMM projects across Canada, the US, South America, and Europe, he specializes in designing business-driven solutions for the Banking, Travel, Telecom, and Healthcare industries. Prior to joining Munvo, Dave has held positions at Rogers Communications, Arthroteq Preclinical, and Forniture Technice Europee – an Italian-based electronics distributor servicing the RF communication sector.

Dave holds a Bachelor’s degree in Computing from Queen’s University, as well as a Master’s in Management from Harvard University. A frequent traveller by nature, he speaks English, Italian, French, Spanish, and Hebrew, and can sometimes be found swimming laps, enjoying a live jazz show, or discovering a new pizzeria.

Anna Ivanova

SAS Practice Lead

Since joining Munvo in 2015, Anna has been a passionate advocate for Munvo’s SAS Practice and today she is responsible for evolving and growing the SAS professional services at Munvo. Anna has over 15 years of experience in both business and technology positions in the Credit Card, Banking, Insurance, E-commerce, and Aerospace industries. She has delivered SAS projects in marketing, analytics, data modeling, and CRM, and in credit risk strategies.

Anna holds a Bachelor’s degree in Computer Science from Concordia University and is currently pursuing a certificate in Data Science and Machine Learning at McGill University. She also holds a Master’s degree in Economics and Administration.